INITIATIVES
THE CHALLENGE:
“IT’S NOT ME”
Gender equality is still seen as a “Women’s Issue”.
In fact 88% of all equality communications are targeted at one audience. But continuing to focus on women as the solution does not solve the problem.
Men have disengaged, and don’t know how to enter the conversation.
We need to help them recognise their role in the fight for equality.
THE IDEA:
BE THE CHANGE
Not a one-off campaign, but an ongoing initiative motivating men to drive change 365 days a year.
Using humour as our trojan horse, Be the Change invited men into a safe space to find their voice and break the silence of casual misogyny through a national integrated marketing campaign.
See it for yourself.
THE CHALLENGE: BLIND TO SEXISM
The misogyny that women are exposed to on a daily basis is so deeply ingrained in our culture’s fabric that most of us don’t even notice anymore.
We wanted to create a visual symbol to disrupted workplace routine.
THE IDEA:
CASUAL WEAR
TO FIGHT CASUAL MISOGYNY
A range of T shirts to start conversations in meeting rooms, tea stations and corridors across the country.
We launched an open brief to the communications industry and produced the top 3 designs, along with the stories of their creators.
All proceeds were donated to our partner organisation, UN Women Australia. A global champion for women and girls, promoting women’s empowerment and gender equality.
And the best thing? The T-shirts are still worn today.